Petro-Canada Steps Up Snack Game With Chef Collab
Petro-Canada, a Suncor Energy business, is partnering with Quebec chef Laurent Dagenais, offering shoppers a way to earn loyalty rewards and jazz up their snack game through a Petro-Points SnackUps promotion.
Social media personality and cookbook author Dagenais has taken some of his favorite snacks and crafted three recipes using Frito-Lay and Mondelez International products. When shoppers who are enrolled in the Petro-Points loyalty program buy those SKUs at participating locations, they earn extra points.
“We’re thrilled to bring in one of the country’s top culinary talents to help show Canadians how they can combine our program and products with their own creativity, taking their snack game to the next level while earning more rewards,” Amanda Mitchell, director of loyalty for Suncor, said in a release.
In addition to the SnackUps campaign, Petro-Canada continues to enhance its loyalty program, including through partnerships with major financial and retail entities such as the Royal Bank of Canada (RBC) and Canadian Tire’s Triangle Rewards programs, letting them earn fuel discounts when using eligible RBC debit and credit cards or CT Money to redeem at Canadian Tire banners. For the promotion, Petro-Points loyalty program members earn 50% more points (or 15 per dollar) when they make qualifying snack purchases from Aug. 26 to Sept. 30. One thousand points equals 1 Canadian dollar in savings.
The new recipes by Dagenais allow Canadians to take snack SKUs and use them as ingredients for his BBQ Doritos-Crusted Chicken Wings, Cheetos and Tostitos Nachos and Oreo Ritz S’mores Bites.
“Every time I fuel up at Petro-Canada, I love stocking up on my favorite snacks, so these mashup recipes have been a huge thrill to create,” Dagenais said. “I hope these SnackUps are not only a fun way to cook up something great together, but that they inspire Canadians to get creative.”
“With all the loyalty memberships offered in Canada, it’s hard to encourage Canadians to sign up for another one. We wanted to make sure we were offering them something fun, and to look at Petro-Points in a new light. We knew one way to get people excited was to bring in a celebrity chef to mash up some iconic snacks,” said Vini Dalvi, chief creative officer, Publicis Canada, which teamed with Publicis Sport & Entertainment to administer the promotion.
Promotional activity includes Petro-Canada-hosted activations at summer events across Canada (the PNE Fair Aug. 17-Sept. 2 in Vancouver, and the Toronto Waterfront Festival Sept. 14-15). Those events have a SnackUp prize wheel people can spin to win prizes including snacks, beverages, a Petro-Canada gift card, branded merchandise and more. Social media activity also promoted the effort.